Yesterday, a survey released by the zero survey showed that 40.4% of the respondents said that they have male hairdressing products at home, which is 7 percentage points higher than that in 2006. It can be said that the current men's beauty is not new, but at present men's beauty products are more "image products", and the main purchase of men's beauty products is not men, especially in the prime of life.
Men's cosmetics are mostly "image products"
The zero-point survey used multi-stage random sampling to interview 3,247 permanent residents aged 18 and over in 10 cities including Shanghai, Beijing, Chengdu and Shenyang from June to July 2011.
According to the survey, some of the men's beauty products in the respondents' homes are mainly “image productsâ€, and the cosmetic effects can be clearly displayed, including gel water (12.6%), mousse (6.4%) and perfume (6%); followed by “ "Maintenance products", but only face cream (34.3%) has a higher enrollment rate, and the masks and toners of the same type are also more feminine, and the enrollment rate is very low; and "basic beauty products" such as shampoo, facial cleanser and shower gel Because the age of men and women is still in the brand, the selection rate is at the lowest level.
Further analysis found that the higher the proportion of households with higher income, the higher the proportion of households with higher incomes, which may be due to the higher pursuit of men's external appearance in the “image products†and “maintenance products†and “basic beauty productsâ€. "The difference between different income families is not obvious."
Men buy cosmetics women have the final say
According to the survey, although men are the users of men's beauty products, the main force of purchase is women, and 50.8% of family men's beauty products are purchased by women, especially in the 30-39 and 40-49 years old. At the stage, 56.1% and 66.5% of the households were purchased by men to buy men's beauty products. After entering the age of 50, the decision-making power of the woman is also higher than that of the men, but the men have a greater say in the prime year. However, for respondents under the age of 29, more than 60% of men's beauty products are purchased by men themselves, with the highest proportion (67.7%) among the 18s and 22s.
That is to say, when marketing cosmetics for men's cosmetics, daily chemical companies should select the appropriate marketing targets based on the positioning of the cosmetics, and therefore adopt the best marketing strategies such as advertising, product trials, and shopping addresses, rather than simply One size fits all.
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